Hollywood has also engaged in consumer electronics in different ways, Bishop said.

Celebrities come to CES in part because it's the perfect venue for them to showoff the technology featured in their films. Smith made an appearance at Sony's keynote to promote "Men in Black III" — a Sony Pictures film that will be shown in 3D.

“There is a lot of Sony technology around that, both on the production set as well as in the theater and that travels also to the home. Now 3D TVs are starting to grow in the marketplace, so it’s all connected in a nice way,” said Bishop.

But with digital at the center of how content is shared, there is some concern among Hollywood executives that tech companies like Applecould become a monopoly over how their content is distributed.

Miramax CEO Mike Lang, however, said he sees opportunity in competition.

“The key for any media company is to make sure there is as much competition as possible and many different players,” said Lang. “We just believe that is what has made content companies successful in the past and that digitally it will be the same thing.” Miramax has licensing deals with Apple, Netflix , Hulu, the Latin American company NetMovies and with other subscription-based content companies, Lang noted.